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Blake Abbenante
I help businesses improve by leveraging data to better understand their customers. By combining sophisticated analysis with a pragmatic approach to marketing and product, I help teams cut through the noise and distill their key levers to increase performance.
Industry Experience
Sr. Director, Data & Analytics
minded
Boston, MA
current - 2021
- Responsible for all data related activity and teams, including analysis, business intelligence & data engineering. Highlights include:
- Worked closely with founders to understand key metrics to grow and guide business and help secure $25M seed round funding.
- Managed various staff and vendors for building and operating Hipaa compliant data stack for all reporting, analysis and automation needs. Tools included: Looker, Hightouch, dbt, Snowplow, Fivetran, Redash, Redshift & hex.tech.
Director of Global Marketing Analytics
CBRE
Boston, MA
2021 - 2019
- Partnered with head of Global Marketing on measurement strategy for launch of global rebranding and website redesign.
- Overhauled MarTech stack and grew marketing analytics team to better align with CBRE’s new digital vision. Tooling included: Domo, SFDC, Google Analytics 360, FiveTran, Segment & BigQuery.
- Oversaw analytics practice for hana, CBRE’s agile workplace startup, including identifying new marketing opportunities and modeling demand and yield scenarios.
Head of Analytics
ofo
Boston, MA
2018 - 2018
- Launched ofo’s north american analytics Center of Excellence; established marketing, product and operations analytics teams. Highlights include:
- Liased with central analytics team in China on adapting data pipeline and infrastructure for US based business.
- Delivered insights to all levels of org as business scaled at 100%+ MoM growth.
Director, Marketing Analytics & Insights
Cengage Learning
Boston, MA
2018 - 2017
- Led team of analysts supporting Marketing & Strategy Groups for Cengage’s B2B & B2C businesses. Highlights include:
- Developed KPI hierarchy to align measurement strategy and report/dashboard focus with Cengage digital first pivot.
- Partnered with Data Delivery Services team to create marketing datamart, reducing lag time to data access by up to 90%.
- Delivered insights to senior Strategy team to validate Cengage Unlimited product launch, including ROI forecasts and customer segmentation groups for targeted messaging.
Customer Analytics & Insights Manager
Zipcar
Boston, MA
2017 - 2015
- Led Customer Analytics & Insights for Americas. Highlights include:
- Transformed insight delivery from manual spreadsheets to automated visualization platform using Tableau & RStudio Connect across the org.
- Built segmentation models to understand how cohorts engaged with Zipcar, resulting in marketing spend optimization and increased utilization and adoption.
- Introduced Customer Lifetime Value and Attrition models used by customer service and marketing intervention programs, helping prevent loss of 7% of MRR.
Marketing Analytics Manager
EF Tours
Cambridge, MA
2015 - 2011
- Owner of analytics and measurement strategy for EF’s Educational Tours & related business lines. Highlights include:
- Launched new classification model that improved forecasts for long-term business relationship potential for over 50,000 U.S. organizations.
- Instilled lean analytics framework, resulting in robust testing platform that saw a 12% increase in website conversions.
- Build forecasting model leading to a 14% savings from reduced operating overhead as part of inventory management-based strategy.
Previous Experiences
N/A
Various
2001 - 1995
- Web Analytics Manager, PGI | Analytics Lead, FMER | Tech Marketing Mgr, Avaya | IT Specialist, IBM
Education
M.S., Predictive Analytics
Northwestern University
Evanston, IL
2015 - 2013
B.S.B.A., CIS & Economics
Bryant University
Smithfield, RI
1995 - 1991
Disclaimer
Format inspired by nstrayer.